the Insight
Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.
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As we kick off this month's special Tech Focus, James Draper, CEO of specialist gaming agency, Bidstack, looks at the ways in which in-game advertising could achieve higher scores.
Why one-off Christmas commercials are not always crackers
Fergus Hay, CEO and Partner at Leagas Delaney, is awaiting the flurry of festive ads with a feeling of trepidation at their lack of long-term branding. Here, he argues that brands need to build for more than just Christmas.
How to... design for the future
For our Automotive Focus (and neatly leading-in to next month's Tech issue) Marti Romances, CD and Co-Founder of Territory Studio in San Francisco, discusses the future technologies and interfaces that will eventually make the car of the future, and how designing for science fiction features films could inform it.
Can’t buy my love: Why it's time for a revolution in car marketing to women
Pink it, shrink it, or ignore them all together; it's 2019 but car marque’s still treat women as if they are a niche audience. Nicky Kemp, Managing Editor at BITE, asks why motoring is too often seen as a man's game.
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How BMW's The Hire ushered in a new era
Nearly 20 years ago a car campaign changed the playing field not just for the automotive sector but for advertising as a whole. Joel Meadows revisits BMW's The Hire to examine the tread marks it has left on the industry.
Real-time image creation: A new wave of experiences for car buyers
With the landscape changing for the automotive industry, how are car brands using creative technology to entice potential customers? Saddington Baynes' Chris Christodoulou explains...
Electric cars will put design in the driving seat
Jim Prior, Global CEO of WPP brand agency Superunion, examines how the electric car will herald a revolution in car design and position it as the battleground for car brands.
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How to... survive a car shoot in extreme conditions
Mark Lindley, ECD at Spark44 Birmingham, has been involved in every Land Rover and Range Rover model launch for the last 15 years. He tells us how to get through shooting in some of the most inhospitable locations on earth, and how he survived falling through the ice!
How entertainment can save automotive advertising
Ben Hampshire, MD of specialist automotive creative and production company Carnage, acknowledges that the automotive ad industry has to embrace the entertainment evolution.
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